How Western Star is Making Trucking Cool Again to Attract New Drivers

Jun 26, 2025 - one year ago

As the trucking industry faces a critical need to attract and engage new talent, Western Star, a brand of Daimler Truck North America, has found a way to help inspire the next wave of drivers through its annual Star Nation experience in Bend, Oregon.

This unique initiative brings together professional truckers and trucking enthusiasts from the American Truck Simulator (ATS) gaming community, bridging the gap between generations and showcasing the industry in a fresh, dynamic way. By partnering with SCS Software’s ATS, Western Star is fostering an environment where real-world professionals and passionate gamers can connect over their shared love for trucking, and in some cases, help convert that passion into a career behind the wheel.

“Western Star understands the importance of keeping the industry strong by attracting new talent and celebrating those who dedicate their lives to the road,” said Alex Martin-Banzer, Western Star Brand Manager. “The Star Nation Experience is one of the ways we’re building those connections—by giving participants an inside look at the trucking world and the people who drive it forward.”

As part of the experience, attendees will gain exclusive behind-the-scenes access to Daimler Truck North America’s High Desert Proving Grounds, where they will put latest Western Star trucks to the test in an X-Series Ride & Drive Challenge and engage with industry leaders. The event also includes an outdoor adventure component that shows off Oregon’s High Desert, from ATV excursions to fly-fishing, reinforcing the camaraderie that defines the trucking community.

Past participants have spoken to the impact of the experience. “The best part of the whole experience was the competition and the camaraderie,” said Brendan Schellenberg, Operator and American Truck Simulator Driver, Steinbach, MB, Canada, a 2024 Star Nation Experience participant. “We all had a blast – talking trucks, driving trucks, comparing how we did, and just laughing together.”

The 2025 Star Nation Experience is open to truckers aged 21 and over, industry professionals, and engaged ATS followers who are interested in taking their skills to the next level with the real deal. While a Commercial Driver’s License (CDL) is not required for ATS applicants, it is encouraged, as some activities involve operating commercial vehicles.

For more information, visit: https://www.westernstartrucks.com/star-nation.

Source: Daimler Truck